How Can Creatives Leverage the Clubhouse App for Networking? 7 Users Weigh In
Members of the Korean fashion, music and art scenes discuss the potential of the voice-only platform.
Clubhouse is one of the few apps that have stood out from the flood of new social media platforms available today. The invite-only, voice-based service began gaining traction earlier this year thanks to Elon Musk, who participated in a live chat on the app that attracted thousands of listeners around the world. In South Korea specifically, the app has quickly become a nationwide trend. Within a week since Musk’s appearance in the chat room, Clubhouse became the most-downloaded free app in the country’s Apple App Store. Offering a sense of exclusivity that’s absent from most platforms, the app appeals especially to those who struggle with the fear of missing out (FOMO).
In the early weeks of February, the Korean community on the app was quite small, until chat rooms focused on topics like celebrity impressions spiked in popularity. “I was at a coffee shop yesterday and someone was talking about our room,” a user recounted, as the audience size grew from 20 to hundreds to 5,000 — the app’s maximum capacity for a chat room. At one point, invitations for the app were being sold for as much as ₩25,000 KRW (approximately $22 USD). About a month after sweeping the country, the hype over Clubhouse does seem to have somewhat decreased. A significant number of people have since joined the app, lessening that feeling of exclusivity. The rapidly built craze over certain chat rooms has also calmed down.
Despite the slight change in atmosphere, creatives in Korea’s fashion, art and music industries are excited to see what else Clubhouse has to offer. Utilizing the platform as a means of networking, seven individuals — songwriter Danny Chung, fashion model Gigi Hari, K-pop artist Holland, music manager Isabel Chi, accessories designer Jayoon Hur, fashion designer Minju Kim and illustrator ZIPCY — share that their experiences go beyond a short-lived fad. Some have landed new gigs through connections made on the app, while others have discovered exciting talent in their respective fields.
To better understand the growing potential of the voice-based platform, we spoke with frequent Clubhouse users about their experiences thus far, as well as their thoughts on how the app can be used moving forward. Continue reading for insight on the exclusive invite-only app.
Danny Chung
Songwriter, A&R at THEBLACKLABEL (YG Entertainment)
View this post on Instagram
Which chat rooms have you been participating in? Have you had any memorable conversations?
The first club I co-found along with rapper, actor and writer Dumbfoundead is BLACK ASIAN SECRET SOCIETY (B.A.S.S). This is a space for open forum discussions between members of the Black community and Asian community. We’ve had some lighthearted discourse with Black people asking Asians and vice versa, asking the burning questions that we’ve always wanted to ask but there was never a safe and judgment-free space for it. B.A.S.S is that space. Obviously, there have also been more highly charged conversations about the tensions between our communities. But there’s something about Clubhouse and hearing the tone and the warmth of the human voice that is conducive to a productive conversation around these tougher topics that could only happen on this platform. I’ve seen these same topics come up on Twitter but it gets ugly, fast. There’s only so much that can be said in 280 characters, and only so much that can be heard when one is just waiting for their turn to reply or rebut, instead of listening.
The second club I founded is INSIDE KPOP. When I first joined the app in November 2020, the majority of the people on it for me were music industry professionals, so I saw a lot of value in terms of networking. There were plenty of rooms for A&R, managers and artists around specific genres, but nothing related to K-pop. The entire music industry knows at this point that K-pop is a global force so being a songwriter and A&R in that space, I wanted to extend that opportunity to other talented and driven individuals with ambitions to get into the industry that didn’t know how to.
There’s something about Clubhouse and hearing the tone and the warmth of the human voice that is conducive to a productive conversation around these tougher topics that could only happen on this platform.
I quickly found a small community of songwriters and producers who wanted to get into this industry, as well as a peer group of songwriters who have worked in K-pop previously who could help me provide insight into the industry. As the Clubhouse community grew much larger in recent months, INSIDE KPOP has evolved as well. Now we cater to the entire K-pop culture.
My co-founder Isabel Chi and I, along with Aria McKnight of Capitol Records, still run the industry-focused rooms. Our other co-admins Davonna Gilpin and Azadeh Valanejad of EnVi Magazine run rooms about the societal impact of K-pop and its role in pop culture in general. Our other co-admin MRSHLL, a singer-songwriter who has made a name for himself on the Korean music scene, brings in his own network of artists to do Q&A sessions and provides artist insight directly from the talent. We also have our co-admin Nayoon Kim, who runs a reoccurring room about her experiences as a former K-pop trainee. All of these rooms happen under the INSIDE KPOP umbrella and we hope to keep it evolving, all-encompassing and all-welcoming. We are currently at 18,000 members and are growing by the day.
What do you love or hate about Clubhouse?
The great thing about Clubhouse is that it evens the playing field. The terrible thing about Clubhouse is that it evens the playing field. What I mean by this is that it is amazing in that you can join a room and listen in on invaluable conversations that you otherwise probably would have had no access to. You could even get on stage and have actual conversations with thought leaders, and you have the same amount of speaking power and the same audience that these “gatekeepers” do at that moment. The flipside of that though, is that the same snake oil salesmen and people that don’t bring anything of nutrition to the table have the same access as the ones that actually do bring value, and they take up just as much space.
How has Clubhouse influenced you?
I saw value in the app from many angles, but for work specifically, I did find it incredibly valuable in terms of networking. I’ve met amazing up-and-coming songwriters and producers with who I would have never had the chance to have real-life conversations, as well as legends in the industry that I’ve looked up to as an up-and-coming artist myself. I’ve also been getting reacquainted with artists that I actually spent nights with in the studio when we both had nothing, and have had the blessing of reconnecting on Clubhouse of all places. Now that I am in a position to extend opportunities and add value, I’ve found ways to work with all of these people and I’m excited for the world to see what we’ve got cooking. All this happened from these Clubhouse rooms! I still can’t believe it sometimes.
How do you think the platform can be utilized in the future?
There are countless ways to utilize this app if you really understand what’s going on in these rooms. What other platform on this planet can keep an audience of hundreds or thousands engaged in real-time for six to eight hours straight? (That’s not an abnormal length for these rooms to run.) That type of retention is unheard of when it comes to any form of content, let alone interactive, real-time engagement.
I have many ideas on how that can be utilized for good and I plan to execute as well, but to be honest, I don’t want to share that just yet because I know there are people out there that won’t use these ideas for the good of our collective community. However, I do encourage people that understand the intent as well as impact, with good heart posture, to become thought leaders on this app. There will be, and are Clubhouse “influencers” but it’s different from your Instagram influencer. People should only want to follow you on this app and engage with you if they feel like you bring value through your thoughts and opinions, can empathize and guide a conversation. If you’re not excited about the possibilities, you’re not paying attention.
Gigi Hari
Fashion Model, Tomorrow Is Another Day
Gigi Hari
Which chat rooms have you been participating in? Any memorable conversations?
I have mainly been participating in conversations with friends that I haven’t had the chance to see for a long time due to COVID-related restrictions. It’s been great to join general fashion-based rooms and make new industry connections via mutual friends, which seems a lot more authentic than meeting via image-based platforms. Communicating real-time through voice really makes you feel like you’re gaining a better understanding of the person than you would through previous online connections. It has also been great to try and regain my Korean language skills that have slowly been leaving my body after my close Korean friends went back home at the start of the pandemic.
I also was listening in on rapper Sik-K‘s room, where they were allowing audience members who are underground artists to join and share their music, which I think was a really smart way for him to share his platform and shine a light on some new talent.
For some comic relief, I’ve been listening to a room where the speakers are impersonating celebrities, which is super fun.
What do you love or hate about Clubhouse?
I love that it’s given me a chance to build relationships with new people beyond visual aesthetics. It has also been a great cure to the loneliness of lockdown – listening to casual conversations whilst doing daily tasks helps fill out the empty feeling of living alone and lack of interaction.
The exclusive use of vocals only isn’t something I necessarily hate, as it has its clear positives I’ve already mentioned. But, it is something that has its limitations as someone who can often have difficulty communicating solely through words and has struggled with selective mutism as a child, or those who could be hearing impaired. I can imagine it would be quite an alienating experience to see the hype over a new social app they have little hope of navigating well. Luckily, I don’t see this app overtaking any of the other mainstream social platforms. It has just become an addition for those who enjoy it instead.
How has Clubhouse influenced you?
Being on Clubhouse has influenced me in a really positive way, generally uplifting my mood. It has given me a space to naturally have conversations when feeling lonely or just in need of some casual interaction without worrying if I’m interrupting someone. I also like that there’s no need to schedule a time since there is an air of subtle rudeness to discomfort to receiving a call without the “May I call you later” text beforehand. Just see who is online and have a nice chat about any number of topics.
How do you think the platform can be utilized in the future?
I’m really not sure how Clubhouse will be used in the future. I think it’s a product of the time and the current social climate – it’s a perfect situation for this platform’s growth. With everyone still distanced and craving human interaction, this feels like the natural app to seek refuge in, without the anxiety of showing your face on video. Maybe it could become a replacement for video meetings, depending on the context, of course. It will be really interesting to see how this app develops with time as the world starts to open up again and the urge to spend hours socializing in this format starts to diminish.
Holland
K-pop Artist
Paul Won Jeong/Hypebae
Which chat rooms have you been participating in? Any memorable conversations?
During my first week on Clubhouse, I visited different chat rooms to get a feel of how the app works. The service wasn’t as widely known in Korea at the time, so I was really able to build relationships on a personal level with the few individuals I met.
One of the most memorable moments was when I hosted a chat on the LGBTQ+ community in Korea. I was surprised to see a lot of people join the conversation and remember being extremely tired after hours of talking.
What do you love or hate about Clubhouse?
The best thing about Clubhouse is that it offers a platform for everyone to meet new people during these socially distant times. I was able to take part in this feature after meeting this HYPEBAE editor in a chat room as well. Most of the people I follow are in the fashion and entertainment industries, so I always end up in rooms with acquaintances I know of but have never really talked to before. Since we’re all in similar fields, it’s easy to build a connection and carry out meaningful conversations. The only thing I hate about the app is that I haven’t been able to sleep these past few weeks since I’m talking for hours on end.
How has Clubhouse influenced you? How do you think the fashion and entertainment industries can utilize the platform in the future?
This is entirely based on my personal situation and opinion, but since I have the title of a celebrity, I feel like it’s easier to communicate with other professionals in the industry. I think the app makes people feel more approachable to one another, so I’ve been using the platform to start new projects such as photoshoots.
Based on these experiences of mine, I believe that conversations led by those in the fashion and media industries will be able to spark new trends. Who knows? Clubhouse may even replace radio entirely. It’s also great for artists to host socially distant fan meet-ups. I wish I could make a cooler and more ambitious prediction but to be honest, I really have no idea how Clubhouse will evolve as a platform.
Isabel Chi
A&R, Music Manager, Brand Marketer at PRIVATE ONLY
View this post on Instagram
Which chat rooms have you been participating in? Any memorable conversations?
Most of the topics I lead are based on the Korean music industry. I say Korean and not just K-pop because different genres do have idiosyncrasies, although under the large structure that is led by K-pop. I’ve mostly been hosting conversations on the following topics: how to work in the industry (producers, writers, artists, admin, marketing), what it’s like being American in the Korean work environment, and what it’s like working as a woman in the industry.
I like to participate and hear different perspectives as well as offer my own in Korean music rooms (fan rooms, culture rooms). I find myself drawn to conversations about cultural appreciation and appropriation in K-pop as well as in all music in general.
What do you love or hate about Clubhouse?
I love meeting new and interesting people who are so great at what they do on the app. It’s hard to network now and in general, I have social anxiety, so it’s been amazing to meet people from whom I can learn so much. The better part is fostering relationships with those people who also see value in me, my work and the artists I manage. I can’t say I hate the app too much besides that it sometimes feels like a black hole. I’ll hop on at 8 p.m. or so and when I come to realize, it’s 3 a.m. in the morning.
How has Clubhouse influenced you?
I once ended up in a room with an artist where we just happened to be the last ones left. We had the most profound and influential conversation about my purpose in life, which we found to be art amplification. I find joy and purpose in connecting artists to the world and creating that bridge for art to reach the people it can heal.
Professionally, I’ve made great connections with who I consider now to be friends. I’ve received beats and songs for my artists as well as pitched songs. I’ve given advice and mentorship to people who are just getting started (which something that I was not expecting) and I’ve been able to share my perspective on shifting paradigms and societal tenets that I believe need to be changed.
How do you think the fashion and entertainment industries can utilize the platform in the future?
AMA(Ask Me Anything)s and panels are already happening on the app. When new features roll out, I’m sure fan meetings, meet-and-greets and other monetizable avenues of fan engagement will appear. Press junkets, director interviews, post-game interviews for sports could all happen on Clubhouse. Anything that would normally have a physical audience that now doesn’t could always appear on the app.
For brands and businesses, artists and labels to an extent can utilize the app to conduct focus groups, beta tests and listening reviews. The app is a great place to get a direct line into consumer thought processes.
Jayoon Hur
Accessories Designer and Founder of HURJABOYACC
Hurjaboy
Which chat rooms have you been participating in? Any memorable conversations?
I’m usually in two chat rooms, which are for casual chatting with friends and conversations on fashion. If I have something to say, I’ll hop on stage and will sometimes facilitate the room as a moderator, but sometimes I like to keep my mic on mute and listen.
Clubhouse has naturally become a part of my daily life and it gives me the feeling of hanging out with close friends. The fashion room in particular allows me to discover everything from new designers and art to books and movies, which really influences my development in taste. I was especially happy when our conversation led to sales for my accessories brand HURJABOY.
What do you love or hate about Clubhouse?
My favorite part about Clubhouse is that it makes connections feel a lot more real and closer. There’s a certain power that the voice-only feature gives to words. Another thing is that the app is a great platform for learning about various topics, thanks to the moderators and professionals partaking in each conversation. Since recording is unavailable on Clubhouse, I’ve been writing down memorable points by hand, which gives it that analog feeling that we often forget about. Additionally, Clubhouse allows me to take a look into the lives of people all around the world. Since we’re unable to travel, I’ve been taking virtual trips overseas through friends on the app.
I don’t think there’s really anything that I hate about Clubhouse, other than that it’s so addictive that it has impacted my actual life. My daily routine has changed for sure as I’ll sometimes end up on the app for hours. I also get the feeling of FOMO if I don’t participate.
My favorite part about Clubhouse is that it makes connections feel a lot tighter and closer. There’s a certain power that the voice-only feature gives to words.
I think one drawback of Clubhouse is the system that it’s built on. It’s easy for outsiders in real life to also be outsiders on Clubhouse. It’s unfortunate that things like the number of followers and moderator statuses create a sort of difference in power within the platform that can ultimately intensify the feeling of loneliness. I know this is not the intention behind the service, but the system definitely creates a gap between the newbies versus those who have been on the app for a while. The latter is already being called “oldies” in Korea. These people build close-knit communities within the app, which makes it challenging for new users to break in.
Another downside of the app is that it can be quite volatile since users are conversing in real time. These discussions can’t be saved anywhere and it’s difficult to record certain words that you want to remember. Plus, it’s easy to blurt out things that are probably better unsaid.
I think Clubhouse is a double-edged sword. It can satisfy sentimental desires, but can also become a space where we’re being emotionally over-invested. Just like any other social networking service, the app can be at your advantage depending on how you utilize it.
How has Clubhouse influenced you?
My life has been quite dull recently due to the pandemic. I think I’ve been engaging in more one-way communications through watching videos rather than exchanging ideas and thoughts with someone else. Things have changed a lot since I’ve started Clubhouse. Through voice interactions, I’m feeling less left out and more lively and self-confident from telling people about myself.
How do you think the fashion and entertainment industries can utilize the platform in the future?
Clubhouse offers a sense of closeness and belonging that makes it easier for users to trust each other. I think the app can be used as a marketing tool to strengthen the relationships between two or more parties. Direct interactions with authoritative individuals can help spark interest in consuming that person’s product or service. The app allows creatives to effectively communicate the thought processes behind their works, which gives listeners the feeling that they are purchasing something from a friend. This is exactly what happened to me – a friend introduced me to others in a fashion-focused room I’ve been participating in. One of the listeners came across my profile and that naturally led to a purchase.
Finding talents with new and diverse backgrounds is easier thanks to Clubhouse. For instance, those in the fashion industry typically interact with others within their circle, but this app allows them to communicate with professionals from different areas. It’s a great tool for expanding your network. I’m looking forward to seeing new projects and collaborations executed through Clubhouse.
Minju Kim
Fashion Designer and Co-Founder of MINJUKIM
Sangmi An
Which chat rooms have you been participating in? Any memorable conversations?
I first came across the app through a friend’s invitation. I liked that it gives a feeling of listening to a personal conversation, so I’m still exploring different chat rooms to better understand the type of content I want to absorb. I’ve been on it for just over a week now, so I’m still adjusting.
I’m quite shy and worry a lot so as of now, I’m participating as a listener in most rooms. I like that there are a lot of chats about fashion and Clubhouse itself, but I’m definitely enjoying the app as a means to let loose after a day of work. The only room I’ve set an alarm for is one I’ve created with my friends. One of the moderators impersonates Ha Yumi, a character from the 2007 K-drama My Man’s Woman, to help solve all kinds of problems that the listeners share. I briefly participated in this room as a supporter to cheer everyone on. It’s a lighthearted chat where everyone just wants to have fun. I also did my very own impersonations of celebrities there.
What do you love or hate about Clubhouse?
Clubhouse is a new platform where anyone can share their ideas. The app is great for digging deep into our thoughts since it’s different from video-based platforms in that it is a two-way interaction. Most users also use their real names and connect their profiles to their Twitter or Instagram handles, so a lot of people seem to be quite down-to-earth. It’s great that you can communicate and interact with so many different individuals from the convenience of your personal space. I’ve also been trying to think of ways to give back to those who have been supporting my brand through this voice-based experience.
How do you think the fashion industry can utilize the platform in the future?
I myself have been thinking of ways to utilize this platform. I’m still testing the waters right now, but I do want to share more about MINJUKIM through fun and unconventional ways. Hopefully, this will make our brand feel more approachable to everyone. I have mostly been communicating with fans of the label through press opportunities, but I believe direct conversations will offer an entirely new experience.
ZIPCY
Illustrator
Zipcy
Which chat rooms have you been participating in? Any memorable conversations?
I mostly participate as a listener, but I’ve spoken in conversations led by friends of mine. There are so many memorable chats I’ve come across on Clubhouse – one was when I joined a conversation hosted by one of my favorite artists. I shared some of my works and from that conversation, we agreed to work on a collaboration in the future.
Another notable room is one hosted by Lee Jong-beom, the artist behind the webtoon Dr. Frost. He would create a very calming atmosphere with nature sounds playing in the background. It was so relaxing that it felt like I was skipping class to take a break at the nurse’s office at school. He would be just like the nurse, listening to everyone’s stories and killing time with small talk. The room was actually titled something along the lines of “school nurse,” so everything felt very pure and nostalgic.
I also really enjoy listening to Younghan Jeong, who does a strikingly identical impersonation of Apple‘s Siri. He doesn’t lead talks under a specific topic, but rather listens to his followers’ stories and shares his thoughts on any questions they may have. He’s almost like a therapist who listens well and asks all the right questions.
Lastly, I listen to discussions hosted by the leaders of a company that I personally like. Their experiences really deliver positively motivating energy.
What do you love or hate about Clubhouse?
Some of the advantages of using Clubhouse is that we can all connect with one another through a healthy culture focused on discussion and debate. It’s amazing to hear all of the different opinions people have about various topics. I’ve been able to meet and connect with people outside of my regular circle. Sometimes, I end up in rooms with people that share a lot of similarities with me, so it helps to share information and talk about any concerns.
The bad thing about Clubhouse would be that it’s difficult to take back what you say given that all rooms are run in real time. Your regular speaking habits or beliefs are easily exposed to strangers, so that could work both as an advantage and disadvantage. I feel like this platform is perfect for those who are down-to-earth and knowledgeable, rather than people who only seem great from the outside.
How has Clubhouse influenced you?
It has influenced me in very positive ways. I’ve been learning a lot about marketing and branding by participating in talks led by industry professionals. Additionally, I’m interested in female power and women working in the global market, so it’s been great getting to know those individuals. They’ve been delivering a lot of good energy and insight into my life.
How do you think the art and fashion industries can utilize the platform in the future?
Since Clubhouse is essentially a giant roundtable, I think companies can share their values with consumers in a more approachable manner both directly and indirectly. As for industries like fashion and art, users are able to share ideas and thoughts with one another to get inspired and develop creative and innovative works. I believe that legacy media will continue to come up with new ways to appeal to the public to stay competitive against Clubhouse.
I’ve actually heard that a gallery as well as other companies have been openly recruiting new employees through the app. Of course, there is debate on the fairness of this method since Clubhouse is invite-only, but I do think that this is a very interesting move. These trials will build on one another to strengthen the brand image and value of a company.
